How should a new startup CRO approach creating a playbook?

In this episode of the Revenue Builders Podcast, our hosts John Kaplan and John McMahon are joined by Dan Fougere, a venture partner at Index Ventures and former CRO of Datadog. Dan shares insights from his extensive sales career, emphasizing the importance of developing adaptive and context-specific sales playbooks. He discusses the evolution of PLG (Product-Led Growth) strategies, the integration of AI in sales processes, and the critical need for continuous learning and adaptability. The episode also touches on Dan's philanthropic efforts, including his involvement with Homes for Our Troops and other charitable initiatives.

ADDITIONAL RESOURCES

Connect and learn more from Dan Fougere.
Connect with Dan on LinkedIn: https://www.linkedin.com/in/danfougere/
Support Homes For Our Troops: https://www.hfotusa.org
Support Imagine Reading: https://imaginereading.com/
Support No Person Left Behind Outdoors: https://www.nplboutdoors.org
Read the Guide on Six Critical Priorities for Revenue Leadership in 2026: https://hubs.li/Q03JN74V0

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HERE ARE SOME KEY SECTIONS TO CHECK OUT

[00:02:24] Advice for New Sales Leaders
[00:02:52] Adapting Sales Playbooks
[00:03:27] The Importance of Flexibility in Sales Strategies
[00:03:54] Understanding Product-Led Growth (PLG)
[00:06:44] Case Study: Datadog's Sales Evolution
[00:07:57] Challenges in Scaling Sales Strategies
[00:08:51] Building a Sales Organization for the Future
[00:12:14] The Role of a CRO in Modern Sales
[00:14:48] Adapting to Market Changes
[00:26:23] Traits of Effective Sales Leaders
[00:34:03] The Tip of the Spear: Leading from the Front
[00:34:16] Medallia: Building a Sales Process from Scratch
[00:36:58] Profile of a Successful Sales Leader
[00:37:47] Recruiting and Building a High-Performance Team
[00:39:25] The Importance of High Standards in Hiring
[00:52:41] AI's Impact on Sales and Forecasting
[01:02:07] Giving Back: Charitable Endeavors

HIGHLIGHT QUOTES

[00:03:21] “A big mistake is trying to force fit a playbook from a previous company into a new company.”
[00:06:01] “Approach it with a beginner’s mind… it’s actually an advantage you only get once.”
[00:10:55] “Build your outbound before you need it, because at some point you’re going to need it.”
[00:13:33] “98.5% of companies realize, ‘I wish I had a great sales organization to go with this great PLG motion.’”
[00:19:07] “The thing that tops people out is the inability to adapt and collaborate—they become too rigid.”
[00:22:25] “If you know in your heart your team is mediocre, you’re never going to be great. Raise those standards.”
[00:31:36] “Don’t just assume you can get rid of BDRs and have AI do it. I don’t see anybody telling me that’s working yet."

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